MARKETING DICTIONARY #3
If chocolate chip cookies were the first thing that came to your mind, they are perfect for reading this blog, but you won’t enjoy the marketing ones very much. Marketers think of cookies as small text files that are stored on a user’s computer. They contain information about the user and the visitor to that site. When the user returns to a certain website, these are sent back to the website’s server and the website quickly retrieves the stored data.
Why are cookies important and what is their purpose? They are specific to each user and collect unique information about them, making them more distinguishable. They are a rich source of information about site visitors, which is a gold vein for analysis and statistics about website visitors. For you as a user, they have the advantage of keeping you logged in to a certain site and the data they preserve will also make your surfing experience more efficient.
If we were to translate this term literally, we would be talking about the “landing page” in Slovak. The term essentially defines itself by this translation. It is a page that you get to when you click on a link. These are mostly listed on social networks, in newsletters, in blogs, on e-shops and on standalone websites. A landing page is mostly a domain where a visitor finds the information or specific products and services they are looking for. The landing page is often presented with the help of advertising campaigns.
However, be careful not to confuse the landing page with the home page of the website. A landing page can be a website introduction, a Facebook page, a subpage with contacts, an e-shop, blog articles, a link to social networks or a registration form.
The days of visiting websites only by computer are long gone. Websites have had to adapt to other devices such as smartphones, tablets, laptops, their size, features and capabilities. Such adapted website design for other media is called responsive design.
The classic look of a page opened via a computer may present a layout that cannot be displayed in the same form on a phone, for example. The font may be large, wide, even some characters may not be viewable by a given medium. Images of larger sizes and dimensions may take longer to load on a smartphone, or may not load at all. Demanding visual components of the web such as videos, slideshows or lots of animations can also be a big “eater” of mobile data. Adapting the various web components to a given medium will greatly improve the efficiency of web browsing and also greatly delight users and improve their impression of your site.
Creating a marketing strategy has clearly defined steps that need to be taken before you start advertising and offering your services and products. In order to know where to go with it all, you need to do these three things: segmentation, targeting and positioning, or STP for short.
In the first step, you divide your market into the target segment or segments you want to reach. You define them based on age, demographics, behaviour, interests, opinions and similar criteria. This is followed by targeting, which is focusing your attention on the specific segment that suits you best, or on several segments at once. When thinking about the last stage, positioning, you decide what is the best place to position your products and services so that your target segments can easily reach them. In these three simple steps lies the path to the right customers.
A lot of money goes into advertising campaigns, but the best ones are free. It takes a lot of work to get a brand to the stage where it spreads organically among people, but if it does, you can applaud yourself for a job well done. That kind of success is called word-of-mouth.
The term basically means spreading information by word of mouth among people. It happens if someone we know recommends a great shoe e-shop, a restaurant with the best menu of the day, or a quality shoe manufacturer. Word-of-mouth is advertising that you don’t pay for – it’s done by those around you, especially satisfied customers who have had a good experience with your products or services.
We’re already looking at marketing terminology for you and putting together more pieces of our vocabulary mosaic. You will soon be delighted with new insights from our marketing glossary.